Dunelm is set to open its first central London store at Westfield London shopping centre in White City, expanding its presence in the capital.
- With 4,500 square feet, the space aims to provide an accessible shopping experience in a high footfall area.
- Products will include the latest home and furniture collections and collaborations.
- The store opening aligns with Dunelm’s broader UK expansion strategy.
- Dunelm reported significant sales growth in the capital despite challenging market conditions.
Dunelm is gearing up to inaugurate its inaugural central London location within the bustling Westfield London shopping centre in White City. This strategic placement marks a calculated move to enhance the brand’s visibility in a prime area renowned for its high customer traffic. The forthcoming store, encompassing 4,500 square feet, is poised to deliver a shopping environment that is both convenient and customer-centric, aligning with the retailer’s ambitions to widen its footprint in the capital.
The range of offerings at this new location will span across Dunelm’s home and furniture categories, showcasing the latest collections and innovative collaborations. This expansion not only accentuates Dunelm’s commitment to providing diverse options for home enthusiasts but also underscores its strategic intent to capture a larger share of the urban customer base. By situating itself at Westfield London, Dunelm aims to offer Londoners easier access to its specialised home solutions, a sentiment echoed by CEO Nick Wilkinson, who expressed enthusiasm about the brand’s growth potential in the city.
Interestingly, this opening is part of a larger wave of new store launches planned across the UK, reflecting Dunelm’s confidence in its varied store formats and sizes. Such a move indicates a robust growth strategy, with the Westfield store acting as a gateway for more substantial expansion in metropolitan areas. Wilkinson emphasised the strategic importance of their central London debut, noting it as the first step towards amplifying their presence in the capital.
Supporting this initiative, Unibail-Rodamco-Westfield UK’s leasing director, Kate Orwin, remarked on the store’s contribution to creating a flagship destination that promises memorable customer experiences. The presence of Dunelm is expected to complement Westfield’s existing lineup of home and interior offerings, thereby expanding choices available to consumers and enhancing the overall shopping proposition at the centre.
Earlier in the year, Dunelm had disclosed plans for its initial foray into London’s inner boroughs after recording impressive sales growth despite broader market headwinds. For the fiscal year ending 29 June, Dunelm reported a 6.6% rise in pre-tax profits to £205.4m and a 4.1% increase in sales, reaching just over £1.7bn, underscoring the viability of its expansion approach.
Dunelm’s strategic expansion into central London with its Westfield store represents a pivotal move to capitalise on urban market opportunities.
